Stories that hold a connection to our personal interests are often the most memorable. I will always remember my uncle’s accounts of learning to fly a biplane back in the early 1930s as he struggled to make enough money during the Great Depression to pay for both lessons and fuel. While the years have faded many of my memories, his stories remain as crystal clear in my mind today as they were more than 30 years ago. Psychologists suggest that long-term recall varies based on two major factors; the importance of the event or narrative and the way in which we receive that information.
Our senses play a major part in retention, which is why savvy entrepreneurs develop multiple delivery methods to ensure that their marketing and sales messages resonate with prospects and customers. Of course, restaurants and candy factories are likely to have greater olfactory appeal than an IT business – and touching a cloud service is impossible. While businesses may employ some creative measures to overcome those limitations, such as adding attractive fragrances to visitor areas or handing out plush stress balls inscribed with the company message, they are better off focusing on the other senses.
Perhaps that’s why written and video case studies have been so successful. Businesses that can effectively communicate real life stories from identification to resolution have a greater opportunity to sell comparable solutions to prospects faced with similar issues. While written articles appeal to their visual senses, video offers both visual and audible stimuli for viewers to take in. By employing each in the marketing efforts, solution providers improve the chances that their message will reach its intended audience.
A solid case study must effectively detail the problem and its impact on the company, and explain the process followed to identify and implement the proper hardware/software/service needed to resolve it. The conclusion and results sections often receive the most attention from readers since business owners and executives are typically looking for specific details on how the solution can benefit their organization. If the outcomes match or align with their own objectives, they are more likely to engage in a deeper sales discussion.
An effective written or video case study for a solution provider should:
- Specifically describe how the company can address a specific client concern.
- Include measurable results and tangible benefits.
- Build on the business’ brand and increase its credibility.
- Validate the organization’s commitment to customer success.
- Serve as a client endorsement of its solutions and/or services.
These are exceptions to the old adage “telling is not selling.” In the pre-sales or marketing stage, even before a prospect is identified, case studies can perk the interest of potential business clients. Whether discovered through an online search of related topics or passed along by an industry friend, these articles have the ability to drive demand from an extremely wide geography in a variety of industries.
Whether in video or PDF format, every solution provider should have real life stories of their success available for prospects and current clients. Case studies provide a glimpse of the services the organization offers and allow readers to visualize similar issues in their own businesses. If the outcome and benefits of the solution peak their interest, they are more likely to begin a productive conversation with the provider detailed in the article.
When a prospect is already in the sales cycle, it can be highly beneficial to send a case study involving their particular industry or one that addresses the specific issue the prospect wishes to resolve. Contrary to common belief, these articles don’t have to be created by your organization to be effective. Of course, they need to be closely related to the company’s solutions or services and should never be copyrighted by another company – especially a competitor.
It can be quite costly for solution providers to create case studies to address all the vertical markets they sell to and each of the solutions they offer. There are also issues that many clients are not willing or able to discuss, and IT security is often at the top of that list. After all, what organization is willing to admit previous data protection vulnerabilities or wishes to publicize details of their current systems and safeguards?
That dilemma typically slows the development of case studies or shuts it down completely. That’s a key reason the CompTIA IT Security Community initiated a project to build a portfolio of articles any solution provider can use to increase end-user awareness. Development of its Real World IT Security Stories Portal is underway and the group expects to introduce this sales tool to its membership later this year. If you’d like to learn more about the initiative or the IT Security Community, contact Corey Simpson at csimpson@comptia.org.
Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and senior director of industry alliances with Autotask. Contact Brian at Bsherman@techsuccesscommunications.com.
